Writing Ad Copy (email or direct marketing) - Craig Simpson

<p>Todays episode I brought on one of the best marketing guys on the west coast.  His speciality is direct mail slash email marketing.  I am passionate about marketing and advertising because it is absolutely essential if you guys want to create a predictable and repeatable business and this is a skill that very few people have mastered.</p> <p> </p> <p>Let me give you guys a quick explainer here ----most people think that advertising and marketing are the same thing –they are not.  Let me quickly try to explain the differences.  If you guys can wrap your head around the differences between advertising and marketing and understand how to use this in your business you are going to thrive if not, your in for some pain-----the pain of losing money and we all hate that.</p> <p> </p> <p>For this discussion I am going to use BMW.  Bmw is super good at what they do.</p> <p>First—the difference between advertising and marketing is simple.  An advertisement is an inducement—in short its and offer—it’s a promotion and these promotions are very simple.  If you google BMW January 2020 ---you will see two things----you will see something called January promotions and the other thing you will see is January incentives.  The offer is dead simple-----drive a new bmw 330 for 349 a month.  It give you a term 36 months and an expiration-----all in the headline.</p> <p> </p> <p>Drive a new 330 for 349 a month good thru January 31st.  It couldn’t be more simple than that.  That is an advertisement.  This type of advertisement is meant to drive sales through the month of January. </p> <p> </p> <p>This is not a marketing piece.  A marketing piece is different---marketing will typically have long and mid range goals with the intent of embedding an image or a “brand”—for BMW their brand is “the ultimate driving machine” aimed at middle upper class people in mid-age 35-50 and is excelling at their career and have aspirational tases—these are people that are value their social status.  A BMW marketing piece might be one that embeds the ide